Types of TV Advertisements and Choosing the Right Strategy

Posted on February 2, 2011

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Before you make a decision on your TV ad campaign direction, let’s make sure you address the following:

  1. Do you have a product/service that is appealing to the public?
  2. Did you determine your television advertising and production budget? (varies in different markets)
  3. Will you be able to handle the additional traffic?

If your answer is “yes” to all of the above questions, then you are ready to determine your advertising strategy for TV.  There are a variety of ways you can advertise on-screen.  So, in order to choose the right approach, you must become familiar with them.

To better assist you, here is a list of the main advertising methods for television:

Television Commercial

This is the most well-known type of advertising.  A TV commercial typically runs as a 15 or 30 second spot, which is not very much time to describe your product.  With this type of advertising it is important that you partner up with a talented and creative production team.  It is also crucial that they are experienced in commercial production, specifically.

Infomercial

If you cannot capture your audience in 30 seconds, then this might be the way to go.  This advertising approach is perfect for demonstrations and testimonials.  It allows you to take an hour to explain your product and encourages your audience to make a purchase during the ad.  However, since an infomercial is much longer than a typical commercial, the times when they can run are usually late night or early morning.  You may not have a high amount of viewers, but at least the audience you have gained will be motivated enough to spread the word.

Product Placement

American Idol

Talladega Nights

By having the American Idol judges drink out of a red, Coke (Coca-Cola) cup, makes it seem like Coke is their drink of choice.  You will also see this type of advertising in movies.  You may notice that the getaway car is an Audi or that they drive by McDonald’s or maybe they are wearing Nike running shoes.  These are all examples of product placement and these companies pay a certain dollar amount to be a part of these shows or movies.  This approach is great for branding your product and it allows your product to be aligned with the biggest names in Hollywood. On the other hand, it also calls for a much higher budget depending on the amount of exposure or use the product will receive in the production.

Sponsoring

This is another effective way to get your company’s name out there.  It’s not really about “selling” anything, but more about making a presence with your brand.  Whenever you hear “brought to you by….,” it means that the company is sponsoring that segment.

More often than not, it’s best to apply different types of TV advertising approaches.  The more you get your name out there, the more impressions you will be able to make.  The goal is to make your audience think of your product over the competition.

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Posted in: Advertising